The spot starts out with a beautiful, CG blue rabbit sat above a TV set while a couple are trying to watch a program. The rabbit is twitching and irritable as though it wants to get out of the space.

Representing a curious spirit, the rabbit’s inquisitiveness lures O2 customers from the comfort (and boredom) of their homes, to the excitement and memorability of a live experience.

Before long, CG blue rabbits across various locations are leading people from their houses toward a glowing blue tunnel representing the endless entertainment available for O2's customers.

In this follow-up to O2’s ‘Follow The Rabbit’ campaign, the team crafted not just one fully CG photoreal wild rabbit, but thousands, a first for this experienced team of animators.

The team brought a hyperreal level of detail to each rabbit's facial features, so their eyes, breathing and twitches lead the audience to believe they are actually alive, and that their brains were thinking and interacting with people.

There were approximately 10 variations of rabbits each containing around 15 million hairs. Every single rabbit was hand animated and then simulated with complex skin solvers and fur dynamics to give an extra level of realism. In total there were 1560 rabbits rendered, with the maximum number of rabbits involved in one shot coming in at around 820.

It took a team of 35 animators to complete this mammoth task in a very tight turnaround.